NEW JERSEY — NJ TRANSIT has launched a new customer courtesy campaign featuring Ricardo the Bull, the longhorn steer that captured national attention after wandering onto railroad tracks near Newark Penn Station in 2023.
The campaign, titled “Ricardo Says,” uses illustrations and messages from the now-famous bovine to encourage riders to be more considerate while using trains, buses, light rail vehicles and Access Link services.
“Ricardo’s story reminded all of us that even during the busiest commute, a little patience and consideration can go a long way,” said NJ TRANSIT President & CEO Kris Kolluri. “Through the ‘Ricardo Says’ campaign, we’re encouraging customers to help create a more courteous, comfortable ride for everyone — with a little New Jersey personality and humor along the way.”
The campaign promotes a culture of courtesy, patience, awareness and shared responsibility among NJ TRANSIT customers.
Messages featured in the campaign include:
- “Let riders off before boarding.”
- “Keep the aisles clear — no bull.”
- “Headphones in. Volume down.”
- “Move to the center — there’s more room than you think.”
- “Offer your seat when someone needs it.”
NJ TRANSIT said the reminders are intended to improve passenger flow, reduce delays, enhance safety and security, and create a better travel experience for both residents and visitors.
The campaign draws inspiration from Ricardo, a Texas longhorn steer that wandered onto tracks near Newark Penn Station during the morning rush hour in December 2023, temporarily disrupting rail service. The animal was safely rescued and later relocated to Skylands Animal Sanctuary, where he remains.
NJ TRANSIT officials said Ricardo’s unexpected appearance became a uniquely New Jersey story and a symbol of patience and cooperation during an unusual situation.
The transit agency serves hundreds of thousands of customers daily across its statewide transportation network and said every rider plays a role in helping the system operate efficiently.
